The brand maintains that driving conversions is not the primary objective, as the service is open to customers across all segments
Jalgaon: Ratanlal C. Bafna Jewellers recently launched Arrivé, an app offering on-demand electric vehicle (EV) pick-up and drop service to and from any of its three stores in Jalgaon. The service allows customers to book same-day transportation for jewellery shopping, and once a booking is made, they receive driver and vehicle details before a branded EV arrives at their doorstep.
“With Arrivé, what we are doing is picking up the customer from their homes. Customers can book a pick-up from their phone and immediately receive trip details,” said Sidharth Ratanlal Bafna, Partner, Ratanlal C. Bafna Jewellers (Nayantara and Sons). He added that the service is not limited to any specific customer segment and is open to all who wish to use it.
The idea for Arrivé emerged from customer feedback highlighting challenges such as heavy traffic, limited parking and difficult commutes to the market area. Despite offering parking facilities, R C Bafna Jewellers found that many shoppers, particularly middle class customers who often commute on two-wheelers, continued to face accessibility issues, especially during the monsoon season.
“Customers had started asking us if there was any solution to the parking problem and traffic issues,” Bafna said. “That’s what prompted us to think of a more seamless alternative.” Instead of a call-based pick-up service, the retailer developed an app that mirrors the experience of booking an Uber or Ola, providing driver details and GPS tracking so both customers and the brand can monitor the journey, enhancing convenience, transparency and security.
Although Arrivé was launched very recently, the service has already generated encouraging interest. According to Bafna, the first customer booked the service within two hours of its launch and completed a purchase at the store, while enquiries have continued to come in since.
Bafna observes that customers who opt for the pick-up service are often serious buyers, and maintains that driving conversions is not the primary objective. Instead, the focus is on enhancing the overall shopping experience and addressing customers’ everyday concerns around accessibility and convenience. “Our idea behind Arrivé is convenience. We’re not looking only at customer conversion or high-ticket customers,” Bafna stated. “The biggest idea behind this initiative was to do something different in the market. Jewellery is a service business, and people return not just for the quality of jewellery but for the experience you provide.”
Bafna said promoting EV usage also aligns with broader sustainability goals, conserving fuel and encouraging greener modes of transport. By integrating electric vehicles into the customer journey, R C Bafna Jewellers aims to offer a more environmentally responsible shopping experience.
While Arrivé is currently being piloted in Jalgaon, R C Bafna Jewellers sees strong potential for expansion. As the retailer’s headquarters, Jalgaon acts as place where processes and standard operating procedures can be refined before the service is extended to stores in Pune and Kolhapur.
“Logistically, scaling it won’t be very difficult. The key challenge will be creating awareness and letting customers know that such a service exists,” said Bafna. “Once customers become aware of it, we believe it has strong potential because it is very convenient.”
Ratanlal C Bafna Jewellers currently operates 18 showrooms, primarily located across Maharashtra.
Written by Zara Fernandes
Retail Jeweller India Exclusive
